Why The Next Big Thing—In Booze Or Beyond—Is Often Borrowed
About this episode
The episode discusses how alcohol brands are borrowing ideas from health and wellness trends to appeal to younger consumers.
CPG's next big ideas often emerge in unexpected places. In this episode, we explore what founders across food and beverage can learn from the rapid rise of hard sodas and hard sports drinks, as alcohol brands borrow from health, wellness and functionality to connect with younger consumers. The Taste Radio team is joined by Brewbound reporter Zoe Licata to discuss why familiar flavors, better-for-you positioning and shifting consumer behaviors are fueling these fast-growing categories—and whether they're poised for long-term success or destined to become another fleeting trend. They also unpack the surprising split between Costco and Deschutes Brewery, what it reveals about the evolving role of private label and retail strategy, and why Guinness has become one of the world's hottest beer brands by winning over an entirely new generation of drinkers. Show notes: 0:20: Harry Calling. Inspired Imbibing. $40M Is A Crooked Number. Lyte Come Lately. Crafty Costco. – Zoe and John share their experiences of seeing Harry Styles perform at Wembley Stadium and discuss how drinking culture among younger consumers in the U.K. differs from that in the U.S. The conversation explores Gen Z's…
People in this episode
Guest: Zoe Licata
Topics covered
- CPG trends
- alcohol industry
- consumer behavior
- health and wellness
- private label
- retail strategy
Mentioned in this episode
Organizations: Brewbound, Costco, Deschutes Brewery, Guinness
Places: U.K., U.S.
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